Is This Sweatshirt the New Street Style Staple?

If your Féline t-shirt is fading, there might be hope come fall, when Brian Lichtenberg takes on a new parody / homage… to Marlboro cigarettes. His latest creation debuted in New York City last night, "But it's not an encouragement to smoke!" said the designer, surrounded by acolytes like Paris Hilton and Lydia Hearst (sporting her very own Homiés beanie). "I'm not a smoker, and I think everyone understands that it's a parody, it's just something fun. And 'smoking,' to me, has that other meaning—you know, when something's really cool, or someone's really gorgeous. They're smoking! But not on a cigarette."

Lichtenberg hasn't heard anything from Marlboro (yet), but he says the designer labels he parodied last season—including Hermès, Cartier, Gucci, and Balmain—have been nothing but supportive of his $50–$130 send-ups, even now that they're sold on Net-a-Porter… next to actual Balmain!

As for Céline's reaction, Lichtenberg can personally vouch for Ms. Philo's vote of confidence. "I have a friend who works at Céline in Europe," he shared, "And when that friend came to the States, they bought every single Féline thing they could find for themselves and their co-workers… like, everyone who works there."

But back to the Marlboro / Lichtenberg sweatshirt (which also comes in a baseball hat, with "SMOKIN" emblazoned on the rim): It may have been the most-photographed piece of Lichtenberg's new collection, but will it get the same kind of traction among the fashion set (and the photo-bloggers that chronicle their every new look)? We asked the expert: Man Repeller Leandra Medine.

"I don't think I could wear it," she laughed. "I feel like if one single girl started smoking because I thought the sweatshirt was cool, I'd never forgive myself. But also, on a more selfish note, I couldn't wear it because I think I look really awkward in hoodies!"